Findings And Discussion 31 Reliability Analysis 32 Validity Analysis 33 Pearson Correlation Analysis 36 Respondent Profile 38 Assessment Of Expectation Vs. Satisfaction Of Tourist 46 Cross Tabulation 48 Multiple Regression Analysis Mra 51 Hypothesis Testi

CHAPTER 2 : LITERATURE REVIEW 7

2.1 Introduction 7

2.2 Malacca As Tourist Destination 8

2.2.1 Malacca As The Heritage City 9 2.2.2 Malacca As The Mixture Of Cultures City 11 2.2.3 Malacca As Green Technology City 12

2.3 Branding And City Branding 14

2.3.1 City Brand Identity 16 2.3.2 Importance Of Strong Brand 17 2.3.3 City Brand Image And City Brand Awareness 19

2.4 Success Factor Of City Branding 20

2.5 Theoretical Framework Of The Study 22

CHAPTER 3 : RESEARCH METHODOLOGY 23

3.1 Introduction

23

3.2 Research Design 24

3.3 Methodological Choices 24

3.4 Research Strategy

26

3.5 Sampling Design 27

3.6 Data Collection Procedures 27

3.7 Pilot Test Of The Questionnaire 28

3.8 Reliability And Validity Of Data 29

3.9 Data Analysis Technique 29

CHAPTER 4 : RESULT, FINDING AND DISCUSSION 31

4.1 Introduction

31

4.2 Findings And Discussion 31

4.3 Reliability Analysis 32

4.3.1 Cronbach’s Alpha 33

4.4 Validity Analysis 33

4.4.1 Validity for Pilot test 34

4.5 Pearson Correlation Analysis 36

4.6 Respondent Profile 38

4.6.1 Gender 38 4.6.2 Nationality 39 4.6.3 Age Range 40 4.6.4 Income 41 4.6.5 Travel Frequency To Malacca 42 4.6.6 Postioning Of Malacca 43 4.6.7 Intention Of Visit 44 4.6.8 Sources Of Information 45

4.7 Assessment Of Expectation Vs. Satisfaction Of Tourist 46

4.8 Cross Tabulation 48

4.8.1 Frequency Of Travel To Malacca Nationality Crosstabulation 48 4.8.2 Positioning Of Malacca Nationality Crosstabulation 49 4.8.3 Intention Of Travel To Malacca Nationality Crosstabulation 50

4.9 Multiple Regression Analysis Mra 51

4.10 Hypothesis Testing 53

4.10.1 Summary of hypothesis testing result 56 CHAPTER 5 : DISCUSSION, CONCLUSION AND RECOMMENDATION 57

5.1 Introduction 57

5.2 Discussion On Research Objectives 57

5.2.1 Existing Brand Identity Of Malacca 58 5.2.2 Comparison Analysis Between Tourist Expectation And Satisfaction Level Of The Brand Identity Attributes 59 5.2.3 Malacca Brand Image On Tourist Respond 60 5.2.4 Relationship Between Success Factor Of City Branding And Intention Of The Tourist Visit To Malacca 61

5.3 Limitation Of The Study 62

5.4 Conclusion 62

5.5 Recommendation For Future Research 63

BIBLIOGRAPHY 65 APPENDICES 68 LIST OF TABLE TABLE TITLE PAGE 1.1 Defination of city branding 15 3.1 The Difference Of Qualitative Research And Quantitative Research 25 4.1 The Cronbach’s Alpha Coefficient Range And Strength Of Association 32 4.2 Reliability Test of All Variables 4.3 Table for pilot test for 30 respondents 34 4.4 Correlation coefficient between each variable 36 4.5 Model Summary of MRA 52 4.6 Simple Regression of City Branding Architecture has effect on Success Factor of City Branding 53 4.7 Simple Regression of City Branding Identification has effect on Success Factor of City Branding 56 4.8 Simple Regression of City Branding Communication has effect on Success Factor of City Branding 58 4.9 Simple Regression of City Branding Architecture has effect on Success Factor of City Branding 60 4.10 Result of Summary of Research Hyphothesis 62 LIST OF FIGURE FIGURE TITLE PAGE 2.1 Theoretical Framework Of This Research 22 4.1 Respondent;s gender 39 4.2 Respindents Nationality 39 4.3 Respondent age 40 4.4 Respondent Income 41 4.5 Travel frequency to Malacca 42 4.6 Respondent positioning of Malacca 43 4.7 Intention of visit 44 4.8 Sources of information 45 4.9 Result of Expectation Vs Satisfaction of Tourist 46 4.10 Frequency of travel to Malacca vs Nationality Crosstabulation 48 4.11 Positioning of Malacca vs Nationality Crosstabulation 49 4.12 Intention of travel to Malacca vs Nationality Crosstabulation 50 LIST OF ABBREVIATION AND SYMBOLS ABBREVIATION SYMBOLS FPTT Faculty of Technology Management and Technoprenership H Null Hyphothesis H 1 Alternative Hyphothesis IV1 City Branding Architecture IV2 City Branding Identification IV3 City Branding Communication IV4 City Branding Positioning UTeM Universiti Teknikal Malaysia Melaka UNESCO United Nations Educational, Scientific and Cultural Organization LIST OF APPENDICES NO TITLE A Questionnaire B Results of Descriptive Statistics of Respondent C Cross Tabulation CHAPTER 1 INTRODUCTION The purpose of this chapter is to provide an insight of the research scope, as an introduction to the topic. Due to accomplish this task, the research background, objective and organization are outlined.

1.1 Introduction